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Often times marketers get lost in the shuffle of furiously managing and tracking their own search marketing campaigns. While that’s a must, you cannot lose sight of your competitors’ progress either. You need to carefully monitor and track their strategies in order to stay ahead of the curve.In Webmarketing123’s Webinar, How to Analyze & Beat Your Competitors’ Search Strategy, you’ll learn how to:- Discover the keywords your competitors are trying to rank for- Dissect your competitors’ inbound links and evaluate their worth- Define processes that allow your own search marketing strategy to continually adjust to stay one step ahead of your competitors
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Analyzing Your Search Marketing CompetitorsStrategies for staying one step ahead of the competition
Dial In: (312) 878-0222Access Code: 169-455-984
@webmarketing123
@bradleywjoe
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Webinar Agenda
1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond
2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will
have the greatest business impact
3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more
4 Putting It All TogetherIntegrating competitive analysis into your search strategy
#wm123
Webinar Agenda
1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond
2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will
have the greatest business impact
3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more
4 Putting It All TogetherIntegrating competitive analysis into your search strategy
#wm123
Budgets for digital marketing initiatives are increasing both in absolute total, as well as in their proportion of entire marketing budgets
1 The Digital Marketing Mix
Source: American Marketing Association, Forrester Research’s US
Interactive Marketing Forecast 2009-2014; Cambridge, Mass
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Specifically for online ad spend, budgets are increasing about 10% per year
1 US Online Ad Spend (Billions)
Source: eMarketer, Nov 2010
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With ever-increasing data sources available, businesses need metrics that are straightforward and actionable
1 Why Competitive Intelligence Matters
Insight and Action
- Removes the guesswork from marketing programs
- Allows for projections and comparisons to past performance
- True accountability at all levels (!)
Competitive Advantage
- Better alignment/deployment of resources
- More accurate data to determine what’s working (and what’s not)
#wm123
Webinar Agenda
1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond
2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will
have the greatest business impact
3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more
4 Putting It All TogetherIntegrating competitive analysis into your search strategy
#wm123
Understanding how different tools pull data; their pros and cons
2 Competitive Intelligence Basics
3rd Party Intelligence Tools (Paid)
- Examples include Alexa, comScore, Hitwise, Compete, etc.
- Data is collected differently, so you need to understand the pros and cons of each (Toolbar, ISP, Panel)
Search Engine Data (Free)
- Examples include the Google Adwords Keyword Tools, Google Trends, Webmaster Tools
- Can use data with greater degree of confidence
Overall
- Use competitive data to understand trends, identify opportunities, and ensure your strategy is sound
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Google Trends, www.google.com/trends
2 Comparing Long-Term Traffic Trends
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Google Insights, www.google.com/insights/search
2 Digging Deeper for Top Keyword Trends
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Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal and Google Wonder Wheel
2 Dialing into Specific Keywords
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Use Webmaster Tools to learn how much market share you own
2 Your “Share of Search”
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Webinar Agenda
1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond
2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will
have the greatest business impact
3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more
4 Putting It All TogetherIntegrating competitive analysis into your search strategy
#wm123
Comparing the quality and quantity against your competitors
3 Backlink Analysis
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Examine content, page titles, and URLs
3 On-Page Optimization
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Good for understanding overall trends, but don’t use it to “balance your books”
3 PPC Tactics
#wm123
Webinar Agenda
1 The Search Marketing LandscapeThe importance of digital marketing in 2011 and beyond
2Getting Started with Competitive IntelligenceDiscovering the industry trends and choosing the right keywords that will
have the greatest business impact
3 Specific SEO and PPC TacticsBacklink analysis, monthly budgets for ad spend, and more
4 Putting It All TogetherIntegrating competitive analysis into your search strategy
#wm123
On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in
Rankings and Site Engagement
Monthly sustainment and iteration
4 Putting It All Together
Thank You!
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Thank you for your attendance today!
Contact Us for a Complimentary Digital Marketing Analysis
Custom Analysis includes:
- Digital Planning Session: learn how your business can drive revenue
growth through the web
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
- Keyword Analysis: detailing the keywords people are using to search for
your product or service
- Search Engine Friendliness Report: crawlability analysis of your site
Please contact:
Mark Powers
(800) 619 1570
